THE INFLUENCE OF SOCIAL MEDIA CONTENT ON BRAND IMAGE, BRAND AWARENESS, AND PURCHASE DECISIONS (Case Study on Brand Berrybenka)

This study aims to analyze the influence of social media content on brand image, brand awareness, and purchase decisions in local fashion brand Berrybenka. The method used is quantitative with a Structural Equation Modeling (SEM) approach based on Partial Least Square (SmartPLS 4). The research sample was 100 respondents who were followers of @berrybenka's Instagram account. The results showed that social media content had a positive and significant effect on brand image (β = 0.715), brand awareness (β = 0.682), and purchase decisions (β = 0.471). This study suggests optimizing digital content strategies to build stronger brand perception and increase purchase conversions